Case studies

Leading luxury car brand in China

Improving sales efficiency and customer experience by simplifying sales processes, digital transformation, personalised care and frontline staff capability improvement.

 

Client's challenge

This is one of the biggest producers of premium cars and one of the world's biggest manufacturers of commercial vehicles. They have experienced fast growing sales volume in the past few year; however, they have issues of long wait time for retail customers and at times poor customer experience, primarily due to sub-optimal sales processes and a lack of priority on customer experience. The situation is complicated by the high turnover rate of frontline retail sales staff, which is a common issue across the industry in China.

Approach

We worked jointly with the client to review existing retail sales processes, to identify efficiency and customer experience improvement areas through interviews, dealer visits, customer focus group and benchmarking.
The efficiency issues were classified by owner (OEM, investors or dealers) while improvement suggestions were discussed and aligned separately via a series of workshops. We reviewed and identified high priority frontline people issues, developed quick-win solutions and also identified future improvement areas. The tailored collaborative quick-win solutions have already been implemented in selected pilot dealers.

 

Impact

We successfully reduced car hand-over time for customer from 5-6 hours to 3 hours in pilot dealers while also enhancing the customer experience with a personalised and digital sales process. Moreover, according to our mid-term road map, the client is now able to replicate the pilot success to the larger dealer network in China. And in the term, the client will work on identified areas for digital integration and transformation to further enhance its efficiency in both internal operation and customer experience.

 

Contact us

Jun Jin

Mainland China and Hong Kong Automotive Industry Leader, PwC China

+[86] (10) 6533 2977

Email

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